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, 2013

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Abstract

Accelerating the development of information tehnology, increases the need for

information systems in business processes. The use of information systems in modern
operating companies getting bigger and that due to the huge amount changes that
occur daily.
Information systems are composed of structure of people, equipment and
activities are meant collencting, sorting, analyzing timely and accurate information
that will be helpful when making marketing decisions.
Companies are in need of market research to find out what the needs and
desires of consumers and satisfy these desires and needs. Obtaining timely and
accurate information, so fast action and making good marketing decisions that will
enable survival of the business market
In this master thesis shows the importance that information systems are in the
process of market research and the need that companies have in understanding the
needs of their constant, potential, future customer in order, making good marketing
decisions and certainly satisfying those needs.

Keywords: information systems, market research, marketing decisions

1. 1. ..........................................................17
1. 2. ....................28
2. 1. ......................................................35
2. 2. .........................36
3. 1. ......................................................................................56
4. 1. CRM ......................64
4. 2. Vtiger CRM ...............................................67
4. 3. Vtiger.....................................73
4. 4. ........................................................75
4. 5. ...................................................76
4. 6. ...............................................................78
4. 7. .................................................................79
4. 8. ..........................................................80
4. 9. ...............................................................81
4. 10. .............................................................82
4. 11. .................................82
4. 12. Sugar ................................85
4. 13. SAP ..................................87
4. 14. ().................89
4. 15. ...........................90
4. 16. ...................91

5. 1. 1. ..............100
5. 2. 2. ..............101
5. 3.
, ......................................102


5. 1. - 6 4 ..........................104
5. 2. - 7 5 ..........................104
5. 3. - 24 4 ........................105
5. 4. - 24 7 ........................106
5. 5. - 14 11 ......................107
5. 6. - 14 12 ......................108
5. 7. - 14 15 ......................108
5. 8. - 16 6 ........................109
5. 9. - 24 6 ........................110
5. 10. - 24 10 ....................110
5. 11. 6 4 .......................................................112
5. 12. 7 5 .......................................................112
5. 13. 24 4 .....................................................113
5. 14. 24 7 .....................................................113
5. 15. 14 11 ...................................................114
5. 16. 14 12 ...................................................115
5. 17. 14 15 ...................................................115
5. 18. 16 6 .....................................................116
5. 19. 24 6 .....................................................116
5. 20. 24 10 ...................................................117


...........................................................................................................................10
1. ....13
.....................................................................................13
(/ Marketing Decision
support systems - MDSS) ....................................................................................15
1.1. (/Decision support system-DSS)
..................................................................................................................................20
1.2. ..............................24
1.3. ...............29
1.4. , , .........................................31
1.5. .............................................................................................................32
2. ...............................................33
...........................................................................................................33
....................................................................35
2.1. ........................39
2.2. .....................................................................41
2.3. .................................................................................44
3. ..........................................................................................48
3.1. ................................................................................................51
3.2. .......................................................................................52
3.3. ...............................................................................................55
.............................................................................................................56
.....................................................................................................................57
......................................................................................................58
()................................................................................58
4. ............................................59
4.1. (Customer Relationship
Management -CRM) ................................................................................................61
4.1.1.Vtiger CRM ..................................................................................66
...............................................................71
................................................................................72

 ......................................................................................72
..............................................................................73
...............................................................................73
............................................................................74
.....................................................................................74
(Dashboards) ..................................74
4.1.2.Sugar CRM .................................................................................................84
4.1.3.SAP CRM ...................................................................................................86
4.2.CRM Vtiger .........88
5. ..............................................................................93
5.1. ................................................................................93
5.2. ...................................................................94
5.3. ............................................................................96
5.4. ................................................................................98
5.5. ..................................100
....................................................................................................................119
..............................................................................................123
1....................................................................................................................127

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4.1.1.Vtiger CRM

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83

4.1.2.Sugar CRM

Sugar CRM-Sugar OS CRM CRM

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38
5. 12. 7 5

5.12.
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112

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Symmetric Measures 24(

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Asymp. Std. Approx. Tb Approx.
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N of Valid Cases
38
5. 13. 24 4

5.13.
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Symmetric Measures 24(

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Asymp. Std. Approx. Tb Approx.
Value
Errora
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Interval by
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.363
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2.335
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2.668
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N of Valid Cases
38
5. 14. 24 7

5.14.
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.

113

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Symmetric Measures 14(

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11(
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Asymp. Std. Approx. Tb Approx.
Value
Errora
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Interval
.406
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2.665
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2.563
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N of Valid Cases
38
5. 15. 14 11

114

 5.15.
0.406,
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Symmetric Measures 14(

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12(
?)
Asymp. Std. Approx. Tb Approx.
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.413
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N of Valid Cases
38
5. 16. 14 12

5.16.
0.413,
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Symmetric Measures 14(

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15(
?)
Asymp. Std. Approx. Tb Approx.
Value
Errora
Sig.
Interval by
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Interval
.465
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.455
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N of Valid Cases
38
5. 17. 14 15

115

 5.17.
0.465,
.
0.455
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Symmetric Measures 16(

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?)
Asymp. Std. Approx. Tb Approx.
Value
Errora
Sig.
Interval by
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Interval
.368
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2.375
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N of Valid Cases
38
5. 18. 16 6

5.18.
0.368,
.
0.368
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Symmetric Measures 24(

.)
6(
?)
Asymp. Std. Approx. Tb Approx.
Value
Errora
Sig.
Interval by
Pearson's R
Interval
.664
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5.334
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Ordinal by
Spearman
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Correlation
.623
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4.777
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N of Valid Cases
38
5. 19. 24 6

116

 5.19.
0.664,
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0.623
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Symmetric Measures 24(

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10(
?)
Asymp. Std. Approx. Tb Approx.
Value
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.383
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N of Valid Cases
38
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5. 20. 24 10

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122


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